Saltmine Creative

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THE BRAND LAUNCH & RELAUNCH SPECIALISTS

BREATHE
EASY

DULUX

LAUNCH DULUX’S FIRST LOW EMISSIONS, LOW ODOUR SUB-BRAND

• BRAND STRATEGY • VISUAL IDENTITY • RANGE ARCHITECTURE • PACKAGING DESIGN • INTERNAL & TRADE COMMUNICATION • LAUNCH SHOPPER CAMPAIGN

THE CHALLENGE

Create a compelling brand positioning and visual identity for the new Dulux UltraAir paint. Dulux’s first Low Emissions, Low Odour product range. It was critical that this new sub-brand within the Dulux portfolio was not only credible, but clearly different. With its unique benefits, that are somewhat intangible (you can’t see emissions in paint), there was a desire to visually highlight the benefit whilst also increasing the emotional appeal of what is often a very rational purchase (paint).

In concept testing this pack design scored an amazing 96% for appeal.
The other 3 designs in research scored 88%, 86% and 82%.

 - Saltmine Creative - SMGRIDIMG_6-100 - Saltmine Creative - SMGRIDIMG_6-100
 - Saltmine Creative - dulux-ultra-air-paint-bucket - Saltmine Creative - dulux-ultra-air-paint-bucket
 - Saltmine Creative - Dulux-Lady-resting - Saltmine Creative - Dulux-Lady-resting